More and more, our developer ecosystems are splitting into many different and separate groups. This presentation focuses on how VMware has tackled the challenge of addressing the needs of internal (2nd party) developer teams and partner developers as well as external/open source developers.

1. © 2014 VMware Inc. All rights reserved.
Managing Internal, Private, External,
and Open Developer Ecosystems
March 23-24, 2015
Larry McDonough
@LMCDUNNA
Director, Product Management
Ecosystem Services, Central Engineering
VMware, Inc.

2. Developers! Developers! Developers!
CONFIDENTIAL
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3. Agenda
• VMware quick overview & Intro
• Internal Alignment
– Corporate, Business Unit, and Team
• “Our” increasingly diverse developer ecosystem
– Technology partners, Internal developers, Public / OSS
• Build them a home that is…
– Tailored to their needs
– Scalable through self-service
– Provides a feedback loop for improvement
– Instrumented with “value metrics”
• Interactive Demo & QA

4. VMware
• Founded 1998, headquartered in Palo Alto
• Business: Virtualization Infrastructure Solutions
• Acquired by EMC in 2004 (owns ~80%)
• Total revenues in 2014 were $6,035M (16% increase previous year)
• Approx. 18,000 employees, ~114 offices worldwide
• Product Areas:
1. SDDC (Compute, Storage & Availability, Networking & Security,
Management & Orchestration, Hyper-Converged Infra)
2. Hybrid Cloud Computing (vCloud Air)
3. End User Computing (Horizon, Fusion,, EMM via AirWatch)
Source: VMware Form 10-K, 2014

5. My Team…
Central Engineering
Dev Tools AnalyticsDev Center Dev Marketing
… ………
Ecosystem
Services
Product Mgmt.
My Team’s
Mission Statement
Through rigorous product
management practices across all
our partner and customer facing
products and services, and in a
manner consistent with VMware’s
corporate goals, we will ensure
that our tools, content, services,
and business intelligence supports
the continued growth and health
of our partner and customer
developer ecosystem

6. VMware Developer Center
All the resources developers need to design and build solutions for the
Software Defined Data Center
developercenter.vmware.com
Built for Developers
and DevOps!
Provides SDKs, API
References, Tools &
Docs
Blogs, Forums,
Samples and Github
integration SSO with “My
VMware” account
Personalized, private
content for partners
One-on-One case
management (DCPN)
Architecture Diagrams
@vmwaredevcenter
Programs, Services &
Certifications
Open Partner

7. First, Corporate Alignment (VMware IT Outcomes)
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Reduce Data Center CapEx
Reduce Data Center OpEx
Deploy / Hybrid / Agile
Enterprise Mobility
Security Baked-in
HA & DR

8. Business Unit Alignment (Themes)
Cloud First
Community
Engagement
Dev & Cert
Transformation
Integrated
Solutions
Simplified
Programs
Value to
VMware
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9. Lots of Different Developers!
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Enterprise Architect
Solutions Architect
Infrastructure
Architect
Enterprise App
Developer
Cloud Developer
Firmware Developer
VMware Developer
Solutions Test
Engineer
Certification Test
Engineer
Hardware
Tester
DevOps Engineer
IT Manager

10. Organize into User Personas
Architect
Enterprise
Solutions
Infrastructure
Developer
Software
Firmware
Cloud
VMW Internal
Tester
Solution
Certification
Software
Certification
Hardware
Certification
DevOps
DevOps
Engineer
IT Manager
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These persona may be technology partners, customers, ISVs, SI’s or VMware employees.

11. Draft User Stories for each Sprint
• API Explorer
• Architecture Center
• Certification on Demand
• Common Component Library
• Database Upgrade
• Development Cloud
• Content Readiness (multi-product)
• Jive 7 Upgrade Compatibility
• Open Source Content
• Crash Report
• Sample Library
• Workbench Forum
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12. API Explorer
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Architects and developers have a difficult time understanding
how our APIs work and how to integrate with us because there
is no easy way to explore our API services, browse available
methods, or test out specific API requests.
PROBLEM STATEMENT
As an Architect or Developer, I want the ability to
navigate VMware API services, browse available
methods, make API requests, and see responses so that
I can get started more quickly and create solutions that
are seamlessly integrated at the API level.
USER STORY
BUSINESS IMPACT
Medium
IT OUTCOME
Reduce OpEx, Agile, Security, HA, DR
THEME
Transformation
PERSONA
Architect, Developer
STATUS
User stories in progress

13. Architecture Center
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Architects rely on established patterns and best practices, but
many of our reference architectures, design guides, and other
resources are scattered across several VMware sites.
PROBLEM STATEMENT
As an architect, I want centralized access to VMware
architectural diagrams, reference architectures, and other
relevant resources so I can design solutions that are based on
validated patterns, incorporate validated components, and that
are seamlessly integrated at the API level.
USER STORY
BUSINESS IMPACT
Medium
IT OUTCOME
Reduce CapEx & OpEx, Agile,
Security, HA, DR
THEME
Integrated Solutions
PERSONA
Architect
STATUS
Investigation concluded

14. Common Component Library (Phases 2 & 3)
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VMware engineers have a difficult time sharing their work or
searching for other components that might meet their needs,
making it difficult to avoid duplication of effort, feature overlap,
and compatibility/interoperability problems.
PROBLEM STATEMENT
As a VMware engineer, I want to access and contribute to an
organized collection of software components that I can use in
my projects to save time and money while maximizing
integration and interoperability between products.
USER STORY
BUSINESS IMPACT
Medium
IT OUTCOME
Agile & Deployment
THEME
Value to VMware
PERSONA
Developer (VMW)
STATUS
Ready to size

15. Leverage Industry Research!
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16. We use Google Analytics and Tableau
Exploring Alto Cloud for Journey Tracking and Engagement
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Site Launches
Feb 2014
Integrating multiple sources to
compare similar sitesPage views and visits

17. Lots of input affect Product Requirements…
• Direct feedback from the site
• Surveys & Analytics
• 2 surveys a year, alternating audiences
• Continuous analytics
• 3 VMware conferences per year
• Ad hoc booth discussions & meetings with developers
• Program Managers
• Manage direct relationships with key partners
• Review competitive / other successful platform dev rel sites
• MSFT, Amazon, Cisco, IBM, etc…
• Internal Product Teams and PMs
• Critical to stay on top of product innovations
• Offers opportunities for controlled, early-access
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18. Demo
CONFIDENTIAL
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SSO with
“My VMware”
This unlocks
entitlements
and access to
“locked” or
“secret” content
Pulls blogs from
blogs.vmware.co
m that are tagged
VMwareDev Created a
VMware twitter
account to post
news and updates
to our devs
Becomes “My
Home” after
login and
provides custom
dashboard
Most locked or
secret content is
here and requires
partner program
membership.
OSS samples/
scripts linked here
too
Open
community
forums, tools,
sample code
Learn about our
programs and
services
www.developercenter.vmware.com

19. Demo
CONFIDENTIAL
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DEMO

20. Summary – addressing multiple devs
• Stay focused on and aligned with corporate mission and business unit goals
– It’s very easy to spend resources on dev needs that might not really help ecosystem health
• Know your market (both internal and external)
– Organize developer personas and corresponding user stories
– Supporting Internal devs increases awareness across the organization, keeps you closer to your product innovation
and helps execs understand the importance of developer ecosystem
• Build a hub that..
– Provides easy access to tools, SDKs, APIs, samples, docs
– Provides community support such as forums, blogs, social media
– Links OSS efforts in context (i.e., on product pages)
– Self-service content publishing to support scale
– Is designed from the start with the ability to dynamically serve up public and/or private content based on access
controls
– Captures user feedback, and respond within 24 hours
– Is instrumented with analytics so you can measure success, failures, and adjust
CONFIDENTIAL
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21. Thank You
Larry McDonough
@LMCDUNNA
Director, Product Management
Ecosystem Services, Central Engineering
VMware, Inc.